A

PROJECT REPORT

ON

DIGITAL MARKETING – THE NEW FACE OF MARKETING COMMUNICATION

SUBMITTED BY

DIKSHITA TIWARI

SUBMITTED TO

SAVITRI BAI PHULE PUNE UNIVERSITY

UNDER THE GUIDANCE OF

PROF. AMLAN MITRA

IN THE PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION

 CERTIFICATE

DECLARATION

I, DIKSHITA TIWARI, hereby declare that the project work entitled “DIGITAL MARKETING –
THE NEW FACE OF MARKETING COMMUNICATION”, carried out in ISMS SANKALP
BUSINESS SCHOOL PUNE, which has been submitted to Savitribai Phule Pune University, is an
original work of the undersigned and has not been reproduced from any other source. Whenever
reference has been made to the previous work of others, it has been indicated as such and included in
the bibliography.

_____________________

Signature of Candidate

Full name: DIKSHITA TIWARI

Certified by:

_____________________

Signature of Project Guide

Full name: Prof. AMLAN MITRA

 ACKNOWLEDGEMENT

A work is never a work of an individual. I owe a sense of gratitude to the intelligence and co-
operation of those people who had been so easy to let me understand what I needed from time to time
for the completion of this exclusive project. I am greatly indebted to Mr. Amlan Mitra for guiding and
supporting me to complete my internship project, at ISMS Sankalp Business School Pune. I also owe
my debt of gratitude to all the members of the marketing department. Last but not least, I would like
to forward my gratitude to my friends & and other faculty members who always endured me and
stood with me and without whom I could not have completed the project on the other hand, refers to
marketing methods that allow organizations to see how a campaign is performing in real-time, such as
what is being viewed, how often, how long, as well as other statistics such as sales conversions.
Sr. no INDEX Pg. no
Content
1 Executive summary

2 Introduction

3 Overview of the report

4 Industry profile

5 Market analysis

6 Swot analysis

7 Company analysis

8 Literature review

9 Research methodology

10 Aims and objectives

11 Limitation

12 Roles and responsibilities

13 Learning from SIP

14 Results and discussion

15 Findings

16 Conclusion

17 Bibliography
 EXECUTIVE SUMMARY

I am MRS. DIKSHITA TIWARI of INTERNATIONAL SCHOOL OF

MANAGEMENT STUDIES a PG student. This report explains the importance of digital media
marketing in present era and this report will help the reader to get an idea about the Manufacturing
Industry, Indian population and digital media, concepts of digital marketing, Duties and
responsibility of client servicing executives in an agency, Steps involved in client servicing and
Consumer buying behavior in the digital era. After reading the whole report the reader will be able
understand the reason behind growing digital media marketing.

Title of the Report is “Digital Marketing – The New Face Of Marketing Communication”
and Objectives of the project is to understand the change in consumer buying behavior in digital
era.

Methodologies used for achieving the objective are descriptive study and a research. For
achieving the objective, I have done one research using an online questionnaire. The title for the
research is “Understand the consumer buying behaviour of Indian in digital era”.

Main findings of the research are given here. Indian customers are highly information seekers.
They collect more information about a product before buying it. Internet penetration in India is
key player for this phenomenon. Most of Indians are getting stimulus through advertisements,
but they are not reaching to end phase of customers purchase journey, mainly in high
involvement purchases. Brands are getting more touch point to reach their target group in this
digital era. More details about findings are given this report.

The successful completion of this project indicates that the future of marketing is in the hands of
digital. I conclude my research by quoting again that “Brands can’t sustain without digital
presence”
 INTRODUCTION

Advertising in business is a form of marketing communication used to encourage, persuade, or

manipulate an audience to take or continue to take some action. Most commonly, the desired
result is to drive consumer behaviour with respect to a commercial offering. Advertising is
defined by Richard F. Taflinger as “Advertising is the non-personal communication of
information usually paid for and usually persuasive in nature about products, services or ideas by
identified sponsors through the various media."

Advertising is normally done by a third party known as advertising agency. An advertising

agency is a service based business dedicated to creating, planning, and handling advertising for
its clients. An ad agency is independent from the client and provides an outside point of view to
the effort of selling the client's products or services. An agency can also handle overall marketing
and branding strategies and sales promotions for its clients. Types of ad agencies are

 Full service agencies

 Creative agencies
 Specialized agencies
 In-house agencies
 Digital agencies or new media agencies

This report is completely discussing about digital or new media marketing. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness and
generate leads for their products but now the trend has changed and Digital media has taken its
place. Main reason for this change was

 Traditional methods are expensive. Compared to digital marketing channels, you could
end up spending thousands of dollars more.
 Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an ad, and took action. This data is collected long after the initial ad
impression is made (and still then, the statistics are far from exact numbers).
 Digital marketing, on the other hand, refers to marketing methods that allow organizations to see
how a campaign is performing in real-time, such as what is being viewed, how often, how long,
as well as other statistics such as sales conversions.

Digital Media Marketing or Digital Marketing

The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.

Digital marketing was defined in Wikipedia as “marketing that makes use of electronic
devices (computers) such as personal computers, smart phones, cell phones, tablets and game
consoles to engage with customers. Digital marketing applies technologies or platforms such as
websites, e-mail, apps (classic and mobile) and social networks”.

Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but it’s
wrong. Digital marketing revolves around the Internet, which explains why people tend to
believe that digital marketing and Internet marketing are synonymous. Nonetheless, they are
different. Internet marketing falls under the category of digital marketing. Internet marketing
encompasses digital marketing services such as search engine optimization, display advertising,
and email marketing.
 OVERVIEW OF THE REPORT

The “Digital Marketing – The New Face Of Marketing Communication” internship program at Into
Wellness offers a unique and immersive opportunity for students to gain invaluable experience at the
intersection of digital marketing and finance within the consultancy industry. In a rapidly evolving
digital landscape and financial sector, this internship program provides a platform for aspiring
marketing and finance professionals to explore the intricacies of content publishing on social media,
market research, strategy development, and pre-sales in the context of financial modeling and equity
products.
Industry Profile: Health and Fitness

Overview of the Industry:

The global health and fitness club market is competitive. The most active companies in the market
include Planet Fitness, The Bay Club Company, Equinox Holdings Inc., Self Esteem Brand, and
Town Sports International Holdings, Inc. The major strategies companies operating in the global
health and fitness club market adopt are expansions, mergers, and acquisitions. Major players are
focusing on expanding their geographical presence to cater to the interests of consumers and gain
market share. Thus, expansion is the most preferred health and fitness club strategy.

Health and Fitness Club Market Trends

Rising Health Awareness and Increasing Prevalence of Obesity among Consumers

 In this fast-paced modern life, people don't have the time to care for their health. As a result of
this neglect, there is an increase in the prevalence of numerous diseases globally. Therefore,
consumers are becoming more health-conscious and eager to improve their fitness and well-
being. As a result, the number of people opting for health clubs has increased. Among all
diseases, the growing number of obese people globally drives up demand for fitness clubs.
 Obesity is caused mainly by a lack of exercise and poor dietary habits, which can lead to
cardiovascular and lifestyle disorders. More and more individuals are adopting a healthy diet
and fitness regimen, resulting in a sizable target market for the fitness business. Despite an
unsteady economy, the health and fitness industry has continued to do well and become a
powerhouse.
 For instance, as of 2022, according to the body mass index (BMI), Italy consisted of almost
47% of the overall population that is overweight and obese. Notably, 11.4% of Italian adults
were obese, while 35% were overweight. This trend is projected to drive the global health and
fitness club market.
Health and Fitness Club Market Analysis:

The health and fitness club market size is estimated at USD 98.14 billion in 2023. It is projected
to reach USD 172.95 million by 2028, registering a CAGR of 12.00% during the forecast period
(2023-2028).

 Consumers are willing to spend more on health and fitness clubs, with the health aspects
playing a pivotal role in global market growth. The rising number of health clubs and
gyms with personal training and the latest fitness equipment attracts consumers to join
health and fitness clubs, influencing the market. A sudden surge in online courses is further
contributing to the market growth.
 For instance, in December 2022, Wondercise announced the launch of its gamified online
and in-gym group fitness concept in Taiwan for the Consumer Electronics Show (CES)
2023. The company claims this concept helps users compete on the same leaderboard
during the same class, whether in the studio or a remote location.
 Equipment and facility spaces in fitness clubs, such as hot yoga studios, high altitude
training rooms, metabolic testing equipment, medical exercise areas, and day spas, are
gaining popularity among consumers, further supporting market growth. Fitness clubs
offer attractive membership fees while increasing marketing and advertisement spending,
helping health and fitness clubs generate more revenue.
 For instance, Smart Fit is one of the leaders in the fitness sector across Latin America.
According to the Smart Fit company financial statement, it is mentioned that the
membership base at clubs continued to grow during the first two months of 2023, adding
361,000 new members. Hence, all the above factors positively drive the health and fitness
club market.
 SWOT Analysis:
STRENGTH
 Growing Health Awareness
 Diverse Service Offerings
 Innovation and Technology Integration
 Health Trends and Lifestyle Changes
 Strong Branding and Marketing
OPPORTUNITY
 Digital Transformation
 Personalization and Customization
 Health and Wellness Programs in
Corporates
 Aging Population and Health Concerns
 Expansion into Emerging Markets
WEAKNESS
 High Competition
 High Operating Costs
 Dependence on Disposable Income
 Seasonal Fluctuations
THEREAT
 Regulatory Changes
 External Economic Factors
 Health and Safety Concerns
 Substitute Offerings
 Changing Consumer Preferences
 COMPANY ANALYSIS

 Brief of the company

Into Wellness Pvt. Ltd. is a manufacturing

company specializing in wellness-related
products such as dietary supplements, health
foods, fit international fitness equipment brand
having a world-class manufacturing facility in
India. Company manufacture and supply a wide
range of commercial gym equipment, with
superior material and excellent durability for
optimum productivity. Company brand Into
wellness has won the trust of many passionate
gym enthusiasts in no time. As a manufacturer
and supplier of fitness products, company’s
factory has been built with the goal to serve the Indian as well as the global market.

Our comprehensive range of fitness products is designed in a way that fulfills the necessities of our
valuable power and strength gainers with a fine assortment of the latest and most advanced
technology, fitness equipment, or other wellness-related items, it could potentially operate in the
health and wellness industry.

Sector the Company Belongs To:

Into Wellness Pvt. Ltd. belongs to the Health and Fitness Sector which manufactures fitness
equipment. It has 300+ equipment.

Establishment

Year of Incorporation 2015

Founder and CEO

Ritesh Mahindrakar

Gold medallist in Mechanical Engineering and a certified Six Sigma Black Belt. He has more than 14
years of experience of working with Multinational companies such as LG Electronics in South Korea,
Nokia India Private Limited, Wipro Limited and Force Motors before starting Into Wellness. With
years of exposure to working in South Korea, China and Canada he brings a highly professional
attitude and work ethics.

Headquarter /Geographical Location

Into Wellness Private Limited 805 Supreme Headquarters, Mumbai-Pune-Highway, Baner, Pune -
411045, Maharashtra, India

It has world-class factory established in Chakan, Pune.

Key information:

Collaboration with Realleader USA: Technical collaboration with one of the world leaders in
professional strength equipment business has given us access to advanced fitness equipment
manufacturing.
Fitness Equipment Industry Overview:

 Diverse Product Range:

The fitness equipment industry encompasses a wide range of products, including
cardiovascular equipment (treadmills, elliptical trainers, stationary bikes), strength training
equipment, free weights, yoga and Pilates accessories, and more.

 Global Market Growth:

The global fitness equipment market has been experiencing growth due to an increased
awareness of health and fitness, rising disposable incomes, and a growing trend toward a
healthier lifestyle.

 Home Fitness Trend:

There's a noticeable trend towards home fitness, driven by factors such as convenience, time
constraints, and the impact of the COVID-19 pandemic. Companies are focusing on
developing compact and versatile home workout equipment.

 Smart and Connected Devices:

The integration of technology is a significant trend, with many fitness equipment
manufacturers incorporating smart features, connectivity, and data tracking capabilities into
their products. This includes features such as fitness apps, heart rate monitoring, and virtual
workout experiences.

 Ergonomics and Design:

Consumers are increasingly seeking fitness equipment that is not only functional but also
aesthetically pleasing. Companies are focusing on designing equipment that fits well into
home environments.

 Sustainable Practices:
 There's a growing awareness of environmental sustainability, and some companies in the
fitness equipment industry are incorporating eco-friendly materials and sustainable
manufacturing practices.

 Subscription Models and Content Integration:

Some companies are adopting subscription-based models, providing access to workout
content, classes, and personalized training plans along with their equipment. This helps in
creating an ongoing relationship with customers.
 Health and Wellness Integration:
The fitness equipment industry is aligning with broader health and wellness trends.
Companies may offer products that integrate with overall wellness solutions, including
nutrition advice, sleep tracking, and stress management.

 E-commerce Growth:
The rise of e-commerce has significantly impacted the fitness equipment sector, allowing
consumers to explore and purchase products online. This trend has been accelerated by the
increased preference for home workouts.

 Corporate Wellness Programs:

Fitness equipment manufacturers often collaborate with corporate wellness programs to
supply gyms and fitness centers in workplaces.
 LITERATURE REVIEW

The purpose of doing research in the area of digital marketing is because it seem huge, intimidating
and foreign. Businesses are looking for clearer picture to start but do not know where and how to
start doing digital marketing. In today’s time, social media channels such as Facebook, Instagram,
Twitter, Google and other social media firms have successfully transformed the attitudes and
perceptions of consumers and in the end helped revolutionized many businesses. This was done
through measurable vast network of customers with trustworthy data with real-time feedback of
customer experiences.

It is much more convenient for businesses to conduct surveys online with a purpose to get relevant
information from targeted groups and analyzing the results based on their responses. Potential
customers can look for reviews and recommendations to make informed decisions about buying a
product or using the service. On the other hand, businesses can use the exercise to take action on
relevant feedback from customers in meeting their needs more accurately.

Digital marketing is the use of technologies to help marketing activities in order to improve
customer knowledge by matching their needs (Chaffey, 2013).

Marketing has been around for a long time. Business owners felt the need to spread the word about
their products or services through newspapers and word of mouth. Digital marketing on the other
end is becoming popular because it utilizes mass media devices like television, radio and the
Internet. The most common digital marketing tool used today is Search Engine Optimization
(SEO). Its role is to maximize the way search engines like Google find your website.

Digital marketing concept originated from the Internet and search engines ranking of websites. The
first search engine was started in 1991 with a network protocol called Gopher for query and search.
After the launch of Yahoo in 1994 companies started to maximize their ranking on the website
(Smyth 2007).

Nadaraja and Yazdanifard (2013), in their study aims to uncover the benefits and drawbacks of
social media marketing. It's a cutting-edge tool for marketers looking to connect with their target
audiences. The medium has a lot of advantages and disadvantages, and businesses are still trying to
figure out how to overcome them. Trivedi (2013), the study focuses on the importance of various
marketing practices and utilizing various marketing tools by Small and Medium sized Enterprises.
It suggests that SME’s innovative marketing strategies can work only on the basis of clearly
formulated marketing program i.e to reach to the potential and existing customers. Further it also
suggests to consider the 80-20principleby SME’s before formulating Customer Relationship
Management strategy.

When the Internet bubble burst in 2001, market was dominated by Google and Yahoo for search
optimization. Internet search traffic grew in 2006; the rise of search engine optimization grew for
major companies like Google (Smyth 2007). In 2007, the usage of mobile devices increased the
Internet usage on the move drastically and people all over the world started connecting with each
other more conveniently through social media.

In the developed world, companies have realized the importance of digital marketing. In order for
businesses to be successful they will have to merge online with traditional methods for meeting the
needs of customers more precisely (Parsons, Zeisser, Waitman 1996).

Introduction of new technologies has creating new business opportunities for marketers to manage
their websites and achieve their business objectives (Kiani, 1998).

With the availability of so many choices for customers, it is very difficult for marketers to create
brands and increase traffic for their products and services. Online advertising is a powerful
marketing vehicle for building brands and increasing traffic for companies to achieve success
(Song, 2001). Expectations in terms of producing results and measuring success for advertisement
money spent, digital marketing is more cost-efficient for measuring ROI on advertisement
(Pepelnjak, 2008).
 RESEARCH METHEDOLOGY

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

Data Sources:

Primary Data: -

It is a firsthand 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 behavior of Indians
in digital era
Purpose of My Research:

During my internship at Into Wellness, my research has a set of crucial goals that align with Into
Wellness's objectives and my learning experience. Here's how I see the purpose of my research:

1. Enhancing Digital Marketing Strategies: My primary objective is to thoroughly explore the

realm of digital marketing. I will conduct research to formulate innovative strategies aimed at
assisting Into Wellness in acquiring and retaining clients for their financial modeling and
equity products.
2. Amplifying Brand Awareness: I will concentrate on devising and overseeing social media
strategies to enhance awareness of Into Wellness's brand and the services they provide. This
involves ensuring that Into Wellness emerges as a frontrunner in the competitive field of
business advisory and financial services.
3. Optimizing Marketing Campaigns: Through a comprehensive analysis of consumer
behavior, the competitive landscape, and market conditions, my goal is to revitalize Into
Wellness marketing campaigns. This ensures that each marketing initiative is not only efficient
but also highly effective.
4. Crafting Compelling Content: Recognizing the paramount importance of content in the
digital domain, my research encompasses the creation of engaging written, video, and image
content for various marketing channels. This content is designed to captivate and resonate
with our target audience.
5. Unearthing Market Trends: My responsibilities include staying attuned to prevailing market
trends. Understanding the dynamics of the business world will enable INTO WELLNESS to
innovate and adapt, especially in the aftermath of challenges posed by the COVID-19
pandemic.
 AIMS AND OBJECTIVES

PRIMARY OBJECTIVE
 The main objective of the study is to understand the consumer buying journey
in Digital era.

SECONDARY OBJECTIVE
 To know affinity in customers for collecting information before purchase.
 To determine out the media, which is most important in creating stimulus in
Indians?
 To understand the media consumption of Indians.
 To figure out how Indian will purchase a product.
 To understand post purchase behaviour of Indian
1. Population: The population under consideration is the audience and clients of Into Wellness
who interact with its digital marketing campaigns and Fitness products.

2. Sampling Unit: In case of sampling, the sampling unit will be individual social media posts,
website visitors, or specific client interactions.

3. Sample Size: The sample size will depend on the data collected and the specific analysis
being conducted. It may involve a random sample of social media posts, website visitors, or a
subset of clients.

4. Sampling Method: If applicable, a stratified or random sampling method will be used for
data collection. For interviews and surveys, purposive sampling may be employed to select
participants with relevant insights.

Data Collection Methods:

 Social Media Analytics: Utilizing tools like Google Analytics and social media insights to
collect quantitative data on social media performance.
 Content Analysis: Analyzing the content, engagement, and remarketing strategies of social
media posts.

 Interviews: Conducting interviews with Into Wellness's marketing and pre-sales teams to
gather qualitative insights.

 Surveys: Distributing surveys to clients and prospects to gather feedback on their interactions
with Into Wellness's digital marketing efforts.

 Document Review: Reviewing Into Wellness's internal reports and documents related to
digital marketing and pre-sales strategies.

 Observation: Observing the implementation of digital marketing strategies, content creation,

and website management.

Data Analysis:

 Quantitative data will be analyzed using statistical tools to identify trends and correlations.

 Qualitative data will be subjected to content analysis to derive themes and patterns.

 Interviews and surveys will be analyzed thematically for insights into client perspectives.

Ethical Considerations:

 Data privacy and confidentiality will be maintained, especially when dealing with client-
related data.

 Informed consent will be obtained for interviews and surveys.

 Proper attribution and citation will be used for industry reports and publications.

This research methodology provides a framework for collecting and analyzing data related to
your SIP topic, ensuring a systematic and ethical approach to your research.
 LIMITATION

1. Time Constraints: The SIP is typically of a limited duration (2 months). This timeframe may
constrain the depth and breadth of the research, and some aspects may not be thoroughly
explored.

2. Access to Data: Availability of data, especially historical data or proprietary data related to
Into Wellness's clients and operations, might be limited, affecting the comprehensiveness of
the research.

3. Resource Constraints: Limited access to specialized tools, software, or technology platforms

for data analysis, content creation, or social media management could affect the scope of the
research.

4. Client Confidentiality: Into Wellness may have confidentiality agreements with clients,
restricting the sharing of specific data or information related to their financial products. This
can limit the research's ability to delve deeply into client-specific cases.

5. External Factors: External factors such as changes in social media algorithms, market
dynamics, or economic conditions can impact the research outcomes and the effectiveness of
digital marketing strategies.

6. Sampling Limitations: The research may involve sampling methodologies for market
research, and the representativeness of the sample can be limited due to practical constraints.

7. Subjectivity in Social Media: Assessing the success of social media strategies and content
engagement can be subjective, as it depends on audience preferences and evolving trends.
 ROLES AND RESPONSIBLITIES

As a Digital Marketing Intern with the SIP topic " Digital Marketing – The New Face of
Marketing Communication for Into Wellness," My role and responsibilities were diverse and
challenging. Here's an explanation of the tasks and responsibilities I had undertaken during
my internship:

1. Market Research and Strategy Development:

 My primary responsibility is to conduct thorough market research, focusing on digital

marketing trends, consumer behaviour, and industry competition.

 Develop digital marketing strategies that aim to acquire and retain clients and targets for Into
Wellness's financial modelling and equity products.

2. Social Media Strategy and Management:

 Develop and manage social media strategies across relevant platforms to increase brand
awareness and promote Into Wellness's financial products.

 Create, schedule, and publish content on platforms such as Facebook, LinkedIn, and Twitter.

3. Content Creation and Engagement:

 Generate written, video, and image content for marketing channels.

 Develop strategies for engaging the target audience and maintaining their interest.

 Implement content remarketing strategies to maximize content impact.

4. Poster Creation and Promotion:

 Design and create promotional posters for Into Wellness's financial products.

 Publish these posters on LinkedIn and Instagram to reach the target audience.
 Monitor responses and engage with people who interact with the posters.

5. Website SEO and Management:

 Assist in the management of website SEO to enhance online visibility and attract organic
traffic.

 Ensure that the website supports the digital marketing initiatives effectively.

6. Training and Skill Development:

 Participate in formal and informal training opportunities to enhance your understanding of

digital marketing, content creation, and financial products.

 Build skills in the digital era, including interpersonal skills, presentation skills, and report
writing.

7. Measurement and Reporting:

 Implement measurement and reporting mechanisms to track the results of marketing

initiatives.

 Assess the effectiveness of marketing campaigns, content engagement, and social media
efforts.

My role as a Digital Marketing Intern is instrumental in driving Into Wellness's digital

marketing initiatives and enhancing its online presence. My contributions will play a vital role
in promoting Into Wellness's financial modelling and equity products and engaging with the
target audience effectively on social media platforms. Additionally, my insights and
contributions will aid in adapting Into Wellness's strategies to the evolving market landscape
and consumer behaviour.
 LEARNINGS FROM SIP

1. Digital Marketing Expertise: Through my internship, I acquired a wealth of knowledge in

digital marketing. I now possess the skills to create compelling content, manage social media
effectively, and optimize websites for search engines.

2. Market Understanding: I delved into market research, where I learned how to gather and
interpret data to comprehend consumer behaviour and industry dynamics. This insight has
given me the ability to make informed business decisions.

3. Mastering social media: My internship honed my skills in developing and executing

powerful social media strategies. I can now use these strategies to elevate brand recognition
and engage our target audience.

4. Content Crafting: Content creation, which includes crafting written, video, and image
content, became one of my strong suits. This skill enables me to produce engaging content
suitable for various platforms.

5. Client Acquisition and Retention: Learning how to gain and retain clients has been a pivotal
lesson. I now understand the intricacies of client relationship management and the strategies
required to achieve these goals.

6. Enhanced Communication and Networking: This internship provided me with the

opportunity to improve my communication skills. I had the chance to interact with seasoned
industry professionals and broaden my professional network.
7. Polished Soft Skills: Building soft skills such as improved interpersonal abilities, presentation
prowess, and report writing, has contributed to my overall professional development.

8. Leadership and Perspective: Interacting with industry leaders and mentors has broadened
my perspective on the corporate world and highlighted the qualities that successful leaders
possess.

These learnings are not only beneficial during my internship but serve as the foundation for
my future career. They encompass both technical skills and soft skills that I can apply in
various professional settings, making my internship at INTO WELLNESS a highly
educational experience from my perspective
 RESULTS AND DISCUSSIONS

1) How do you get information about new Products?

Other Sources 7%
News 13%
Advertisements 40%
10%
Family 30%

2) Do you Collect information before purchasing the products?

5%

Yes
95% No

3) What type of information will you collect?

Customer's Experience 21%

Quantity 11%
Attributes 10%
Quality 32%
Price 26%
4) Did you ever purchase from an online site?

19%

Yes
81% No
5) If yes, then what type of product / services did you purchase online?

Electronic 22%
11%
Travel products 17%

Kichen an home items 2% 19%

2%
Sport equipments 11%

6) Do you watch television?

7%

YES
NO

93%
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
No
74%

10) Do you have mobile phone or smartphones?

1%

YES
NO
99%

11) Do you have a laptop or PC?

6%

YES
NO
94%
12) Do you have a tablet?

30% YES
70% NO
13) Do you have an internet connection in any of the above mentioned gadgets?

4%

YES
NO

96%

14) When do you use these gadgets?

With friends 33
%

College 26%

Office 16%

Watching T.V 25%

15) What you do with these gadgets?

Chatting 21%

Watch Videos 14%

6%
E- books
6%
Blogging
11%
News reading
12%

Shopping 16%

Surfing 14%
16) Do you ever notice advertisement?

3%

YES NO

17) If yes, from where?

Radio 6%

OOH 6%

Magazines 14%

Newspaper 17
% 35%

Online Ads (Banner &

Videos)
TV 22
%

18) Mention one from of media, which you give more importance?

Radio 4%

OOH 3%

Newspaper 11%
s
Online 48%

TV 34%
 19) How do you normally purchase a product?

Visit and purchase from retail shop itself 19%

Visit the retail shop and purchase from… 7%

Visit the retail shop and purchase from… 4%

Research and purchase from laptop 11%

Research and purchase from mobile 6%

Research in mobile and purchase from… 10%

Research in laptop and purchase from… 22%

Research in mobile and purchase from…

20) After purchase, what type of experience will you share with others?

Nice deal, in terms of price 14%

Bad experience 2%

Good 17%
experience

All the above 67%

mentioned

21) How will you share your experience with others?

Face to face talk

In company website 4%

Write a blog 3%

Messaging 24%

Social networking sites 32

%
 FINDINGS

 Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.
 Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
 Indian consumers have high tendency to go for online purchase. They have high affinity
to go online for electronic products and apparels.
 One of the current trends in Indian youth and young Indians are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
 The same thing is happening for the newspaper also, people have more affinity towards
online news portals. Here's the reason may be they can get news updates very early; they
don’t need to wait for daily newspapers.
 From the first part of this research itself, we know that customers are highly information
seeker. It may be the reason for high trust in online ads. They can search for more
information after seeing an ad or online is the only two way communication channel for
customers.
 Most of the Indians prefer to purchase from a retail shop only, but before going to retail
shop they will seek information about the product through an online platform. Here is
actually change happens in consumer buying journey, early times consumer belief a
product only after seeing the product in a retail shop.
 But now Indian customers want to get conviction about a product before going to retail
shop. So from a marketers view they want to convince their customers before going to a
retail shop.
 Brands want to build a cool presence over digital platforms because the customer will do
research about the product after seeing an ad or after getting stimulated.
 Brands are getting more touch points to reach target group in a cost effective manner.
 CONCLUSION

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.

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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 BIBILIOGRAPHY

RICHARD,F.T.,1996.A Definition of Advertising.[online] Available from:

http://public.wsu.edu/~taflinge/addefine.html [Accessed on 14 March 2017]

MSG,2003. Advertising Agencies Meaning, its Role and Types of Agencies.

[online] Available from: http://managementstudyguide.com/advertising-
agencies.htm [Accessed on 14 March 2017]

WIKIPEIDA,2017.Digital Marketing.[online] Available

from: http://en.wikipedia.org/wiki/Digital_marketing [Accessed on 14 March
2017]
https://www.ibef.org/

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 ANNEXURE

QUESTIONNAIRE

1. Age

 Under 18
 18-24
 25-30
 30 Above

2. How did you come across our brand and fitness equipments for gym set up and
home use?

 Instagram
 WhatsApp
 Facebook
 Linkedin

3. Do you see our post on social media/ website?

 Daily
 Weekly
 Monthly

4. How do you stay informed about current trends in the fitness equipment industry?
 Industry publications
 Participation in trade shows
 Customer feedback
 Collaboration with fitness professionals
 Other (please specify)

5. Did you find our product information and specifications clear and helpful during the
purchasing decision?
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  Yes
 No
 Not sure

6. Which specific fitness equipment did you purchase from us?

 Treadmill
 Elliptical Machine
 Strength Training Equipment
 Other (please specify)

7. What factors influenced your decision to inquire about our equipment of Into
Wellness?

 Social media post

 Recommendation from peers
 Pricing

8.Which of the following series are you most interested in?

 FM Series
 M2 Series
 Both
 None

9. Were your inquiries and concerns addressed in a timely manner?

 Yes
 No

10. Is there anything else you'd like to share about your experience with INTO
WELLNESS's or any suggestions for improvement?

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