Proposed By - Revati Mahajan

Proposed To – Internation

Internship Report
 DECLARATION

I hereby declare that the work in the dissertation title “Internship Report on GroupM”
has been carried out by me during my three months summer internship program.
I take full responsibility that the information provided in this project report is the truest
to my knowledge. The report is only prepared for my academic requirement and not
for any other purpose.

_____Sd/-_____
Revati Mahajan – Mumbai, 30/10/2023.

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 TABLE OF CONTENTS

SR. NO. TOPIC PG. NO.

1 Name and short profile of the organization 3

2 Organizational Structure 4

3 Detailed SWOT Analysis 5-6

4 Situation Analysis 7-8

5 Competitive Analysis 9-13

6 Challenges of the organization and the industry 14-15

7 Objectives and key deliverables of the work profile 16

8 Scope of learning and learning outcomes 17

9 Work accomplished in the organization 18

10 Recommendations and conclusion 19

11 References/Bibliography 20

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 NAME AND SHORT PROFILE OF THE COMPANY

GroupM ESP is a global advertising and media investment management company

and a subsidiary of WPP, one of the world's largest communications services
groups. With a presence in over 80 countries and more than 35,000 employees,
GroupM ESP is considered one of the largest advertising organizations in the world.
GroupM's primary purpose is to maximize the performance of WPP's media
agencies, which include well-known names like Mindshare, Mediacom, Wavemaker,
and Essence. These agencies offer a range of services including media planning,
buying, digital marketing, data analytics, and more.
GroupM ESP plays a significant role in the global advertising industry and often
provides insights and forecasts about media and advertising trends. Keep in mind
that my knowledge is based on information available up until January 2022, and I
don't have browsing capabilities to provide the most up-to-date information on
GroupM's activities after that date.

Growth that was predicted for 2022. And it also predicted that India would become
the 7th largest ad market by 2025.

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 ORGANIZATIONAL STRUCTURE

Mr. Subhamoy Das (Team Lead and the National Director)

Mr. Mohit Mahaldar (Supervisor)

Ms. Revati Mahajan and Mst. Harshit Bijwasania (Brand Tracking Interns)

I was reporting to Mr. Mohit Mahaldar and the team was led by Mr. Subhamoy
Das at the WPP, BAY99, Mumbai office of GroupM.

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 SWOT ANALYSIS OF GROUPM ESP
A SWOT analysis is a framework used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats of a business or organization.
Strengths:
1. Global Presence: GroupM ESP operates in over 80 countries, giving it a vast
international reach and access to diverse markets.
2. Strong Portfolio of Agencies: GroupM ESP oversees some of the world's leading
media and advertising agencies like Mindshare, Mediacom, Wavemaker, and
Essence, which collectively have a significant market share.
3. Market Leader in Media Investment: As a part of WPP, GroupM ESP is a
powerhouse in media investment management, giving it substantial negotiating
power with media vendors.
4. Diverse Service Offerings: The company offers a wide range of services including
media planning, buying, digital marketing, data analytics, and more, providing
comprehensive solutions to clients.
5. Expertise in Data and Analytics: GroupM ESP has access to extensive data and
analytics capabilities, enabling them to provide data-driven insights and strategies to
their clients.
Weaknesses:
1. Dependence on WPP: GroupM's fortunes are tied closely to its parent company,
WPP. Any challenges or issues faced by WPP could potentially impact GroupM.
2. Competitive Market: The advertising and media industry is highly competitive, with
other major players like Omnicom, Publicis, and IPG vying for market share.
3. Industry Disruption: Rapid changes in technology and consumer behaviour can
pose challenges in staying ahead of industry trends and adapting to new platforms
and channels.
Opportunities:
1. Digital Transformation: The increasing shift towards digital advertising presents an
opportunity for GroupM ESP to expand its digital marketing services and leverage
emerging technologies.
2. Data-Driven Marketing: With advancements in data analytics and AI, there's a
growing opportunity to provide more sophisticated, targeted, and personalized
marketing solutions.
3. Emerging Markets: Expanding operations in emerging markets, where advertising
and media industries are still developing, could lead to significant growth
opportunities.

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Threats:
1. Regulatory Changes: Shifts in advertising regulations, data privacy laws, or other
industry-specific regulations could impact GroupM's operations.
2. Technological Disruption: Rapid changes in technology and consumer behaviour
can make it challenging to stay ahead of industry trends and adapt to new platforms
and channels.
3. Economic Downturn: Economic recessions or downturns can lead to reduced
advertising budgets, which may impact GroupM's revenue and profitability.

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 SITUATION ANALYSIS
GroupM is a globally recognized media investment group and a subsidiary of WPP
that distinguishes itself with an expansive international presence, operating in
numerous countries as mentioned above.
This wide reach empowers them to offer clients access to a rich array of markets and
demographics. What sets the company apart is its diverse portfolio of services,
spanning media planning, buying, digital marketing, data analytics, and content
creation.
This versatility positions them to address a broad spectrum of client needs.
Additionally, GroupM benefits from its affiliation with WPP, affording them access to
substantial resources, cutting-edge technology, and a network of industry experts.
This, coupled with their diverse client roster, including some of the world's foremost
brands, solidly situates GroupM in the market with multiple revenue streams.
Nonetheless, GroupM encounters challenges in the swiftly shifting advertising
industry. They must adeptly navigate the digital disruption, ensuring they can adapt
to the rise of online advertising platforms and programmatic advertising while still
maintaining traditional media offerings.
Facing intense competition from major advertising holding companies like Publicis
Groupe, Omnicom, and IPG, as well as specialized digital agencies and consultancy
firms entering the advertising arena, is another significant hurdle.
Moreover, concerns surrounding data privacy and compliance with regulations like
GDPR and CCPA impact how GroupM handles consumer data for targeting and
personalization. Finally, in emerging markets, competition can be particularly fierce,
where local agencies may have a more entrenched foothold.
GroupM's primary competitors encompass Publicis Groupe, Omnicom Group,
Interpublic Group (IPG), Dentsu Group, and consultancy firms such as Accenture
Interactive, Deloitte Digital, comScore and PwC's Experience Center. The
competitive landscape in the advertising industry remains dynamic, influenced by
factors such as mergers, acquisitions, and shifts in consumer behavior. Staying
abreast of recent industry reports and news sources is advised for the most current
insights on GroupM and its competitors.
Below is the list of sponsors and how they were placed during the IPL 2023:

Title sponsor:
Tata - Tata Neu Box, Tata Tiago EV

Official Partners:
Dream11 – Dream11 GameChanger of the match, fans
Cred – Cred Powerplay activation

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Upstox – Upstox Most Valuable Asset of the match, Upstox Khata Kholo moment
Rupay – Rupay OTG4s, Rupay User Offer, Rupay season OTG season award
Visit Saudi – Visit Saudi Beyond the boundary 6.
Herbalife – Herbalife Active catch of the match.

Official Orange Cap and Purple Cap Partners:

Aramco – Aramco Orange Cap (Most Runs), Aramco Purple Cap (Most Wickets)

Official Umpire Partner:

Paytm: Paytm Fairplay Award, DRS, 3rd Umpire Animation, Rope Branding during
umpires’ entry.

Official Strategic Timeout Partner:

CEAT – CEAT Strategic Timeout

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 COMPETITIVE ANALYSIS

GroupM ESP and Omnicom are both major players in the advertising and media
industry. Here's a competitive analysis comparing the two companies based on
various aspects:
Market Presence:
GroupM ESP:
Global presence in over 80 countries.
Part of WPP, one of the largest advertising and PR companies in the world.
Manages a portfolio of agencies including Mindshare, Mediacom, Wavemaker,
Essence, and more.
Omnicom:
Operates in over 100 countries worldwide.
Omnicom Group is a standalone multinational advertising and marketing
communications company.
Houses renowned agencies such as BBDO, DDB, TBWA, and more.
Services Offered:
GroupM ESP:
Offers a wide range of services including media planning, buying, digital marketing,
data analytics, and more.
Provides comprehensive solutions through its diverse agency portfolio.
Omnicom:
Provides a comprehensive range of marketing and advertising services including
advertising, branding, media planning, PR, digital marketing, and more.
Operates through a diverse portfolio of agencies specialized in different areas.

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Strengths:
GroupM ESP:
Extensive global network and reach with operations in diverse markets.
Strong portfolio of agencies known for their expertise and market presence.
Market leader in media investment management.
Expertise in data and analytics, offering data-driven insights.
Omnicom:
Vast and diversified agency portfolio, each with a strong market presence.
Global reach with a presence in over 100 countries.
Offers a full suite of marketing and advertising services catering to various client
needs.
Weaknesses:
GroupM:
Dependence on parent company WPP, which could be a potential vulnerability.
Faces intense competition in the highly competitive advertising industry.
Omnicom:
Like all large corporations, Omnicom might face challenges in agility and quick
decision-making due to its size and scale.
Competitive Landscape:
Both GroupM ESP and Omnicom are among the largest advertising and marketing
conglomerates globally.
They compete with other major holding companies like Publicis, Interpublic Group
(IPG), and Dentsu Aegis Network.
Summary:
While both companies are industry giants, they have slightly different strengths and
areas of expertise.
GroupM ESP is particularly renowned for its media investment management and
data-driven insights.
Omnicom, on the other hand, boasts a wide range of services and a diverse portfolio
of agencies, allowing it to offer a comprehensive suite of marketing solutions.
Ultimately, the choice between GroupM ESP and Omnicom (or any other agency
network) would depend on specific client needs, preferences, and the specific
strengths and expertise offered by each company.

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GroupM ESP and comScore are both significant players in the advertising and media
industry, but they operate in different segments. Here's a competitive analysis
comparing the two companies:

GroupM ESP:
Type: GroupM ESP is a global advertising and media investment management
company and a subsidiary of WPP.
Role: It acts as a parent company overseeing a portfolio of media and advertising
agencies, including Mindshare, Mediacom, Wavemaker, and Essence.
Services: GroupM ESP offers a wide range of services including media planning,
buying, digital marketing, data analytics, and more.
Global Presence: GroupM ESP operates in over 80 countries and has a significant
international reach.
Strengths:
Extensive global network and reach.
Strong portfolio of agencies with diverse service offerings.
Market leader in media investment management.
Expertise in data and analytics.
Weaknesses:
Dependence on parent company WPP.
Faces competition in a highly competitive advertising industry.

comScore:
Type: comScore is a global media analytics company specializing in understanding
and measuring consumer behaviour.
Role: It provides data, insights, and analytics to help businesses and advertisers
make informed decisions about their digital audiences and advertising strategies.
Services: comScore offers a range of services including audience measurement,
digital advertising effectiveness, content optimization, and more.

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Global Presence: comScore operates globally with a focus on providing data and
analytics services to businesses and advertisers.
Strengths:
Expertise in audience measurement and analytics.
Provides valuable insights for businesses to optimize their digital strategies.
Focus on understanding consumer behaviour in the digital space.
Weaknesses:
May face competition from other analytics and data measurement companies in the
industry.
May not have the same range of services as a comprehensive advertising
conglomerate like GroupM.
Competitive Analysis:
Market Segment:
GroupM ESP specializes in media investment management and advertising
services.
comScore focuses on digital audience measurement and analytics.
Services Offered:
GroupM ESP offers a wide range of services including media planning, buying,
digital marketing, data analytics, and more.
comScore primarily provides data and analytics services related to digital audience
behaviour and advertising effectiveness.
Client Base:
GroupM ESP primarily serves advertisers, brands, and businesses looking for
comprehensive advertising solutions.
comScore caters to businesses seeking data-driven insights into their digital
audience and advertising effectiveness.
Competitive Advantage:
GroupM's strength lies in its extensive global network, portfolio of agencies, and
comprehensive advertising services.
comScore's advantage is in its expertise in audience measurement and analytics,
providing valuable insights for digital strategies.
Global Reach:
Both companies have a global presence, but GroupM's reach is enhanced by its
extensive network of agencies.

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Collaboration Opportunities:
There might be opportunities for collaboration between GroupM ESP and comScore,
where GroupM ESP could leverage comScore's data and analytics for more effective
advertising campaigns.
Ultimately, GroupM ESP and comScore serve different but complementary roles in
the advertising and media industry. They could potentially collaborate to enhance
their respective offerings and provide more comprehensive solutions for their clients.

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 CHALLENGES FACED BY THE ORGANIZATION AND THE INDUSTRY
GroupM, like any other large organization in the advertising and media industry,
faces several challenges. Additionally, the industry encounters broader challenges.
Here are some of the key challenges faced by GroupM ESP and the industry:
Challenges faced by GroupM:
1. Digital Transformation: Adapting to the rapid pace of digital transformation is a
significant challenge. This includes staying up to date with new platforms,
technologies, and consumer behaviour trends.
2. Data Privacy and Compliance: With increasing scrutiny on data privacy and
stricter regulations (e.g., GDPR, CCPA), ensuring compliance in data handling and
advertising practices is crucial.
3. Technological Disruption: The rapid evolution of technology can present
challenges in staying ahead of industry trends and adopting new platforms and
channels effectively.
4. Competitive Landscape: GroupM ESP operates in a highly competitive industry
with other major players like Omnicom, Publicis, and IPG vying for market share.
5. Client Expectations: Meeting and exceeding client expectations in an ever-
changing digital landscape can be demanding. Providing innovative and effective
solutions requires continuous adaptation.
6. Talent Acquisition and Retention: Attracting and retaining top talent, especially in
specialized areas like data analytics and digital marketing, can be a challenge in a
competitive job market.
7. Regulatory Changes: Shifts in advertising regulations, data privacy laws, and
other industry-specific regulations can impact operations.

Industry-Wide Challenges:
1. Ad Fraud and Viewability: Combatting ad fraud and ensuring viewability of digital
ads remains a significant concern for the industry.
2. Consumer Trust and Ad Blocking: Maintaining consumer trust in advertising and
dealing with the rise of ad-blockers are ongoing issues.
3. Brand Safety and Content Moderation: Ensuring brand safety in digital advertising
and effectively moderating content in user-generated platforms are critical concerns.
4. Measurement and Attribution: Accurately measuring the effectiveness of
advertising campaigns and attributing success to the right channels is an ongoing
challenge.
5. Sustainability and CSR: Meeting sustainability goals and integrating corporate
social responsibility initiatives into advertising practices is becoming increasingly
important.

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6. Content Saturation: With the proliferation of content, cutting through the noise to
reach and engage audiences effectively is a significant challenge.
7. Evolving Consumer Behaviour: Understanding and adapting to changes in
consumer behaviour, preferences, and media consumption habits are critical for
successful campaigns.
8. Global Economic Factors: Economic fluctuations and uncertainties can impact
advertising budgets and spending.

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 OBJECTIVES AND KEY DELIVERABLES OF THE JOB PROFILE

The primary goal of this internship project was to evaluate and analyse the
effectiveness of the marketing strategies employed by central sponsors.
Central sponsors are likely significant partners or advertisers associated with the
IPL.

My role in this project as a brand tracking intern was to act as an observer or analyst.
I was responsible for closely observing all IPL matches, on JioCinema (Hindi
Commentary).

I was given the below responsibilities:

Monitoring Commentator Mentions:
This involved actively listening to the commentary and keeping track of every
instance where a central sponsor is mentioned. (Rupay On the Go 4, Cred
Powerplay, Upstox most valuable asset, Ceat Strategic Timeout)

Recording Details in excel sheet and providing weekly updates:

The number of mentions per match: This is an important metric to gauge the level of
exposure the sponsors are receiving.
Exact Phrasing: What exactly was said during each mention. This helped in
understanding the context and tone of the mention.
Over and Ball Information: Noting down at which over and ball the mention occurred.
This provides a temporal context to the mentions. I had to maintain a book which had
the details of all 74 matches.

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 SCOPE OF LEARNING AND LEARNING OUTCOMES

I got to learn how the advertisers are placed during the matches which helped me to
get my next internship at Disney+ Hotstar for the Asia Cup 2023 and ODI World Cup
2023.
I learnt how to use a systematic and organized approach to record data.
Transformation from a sports enthusiast to a sports professional during the
internship was the most important factor that helped me stay focused on the other
aspects of the league and not just the game.
There were occasions, especially during the double headers which pushed me to
work for longer hours and multitask – keeping a watch on 2 matches at the same
time. As well as being accurate with the data recorded.

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 WORK ACCOMPLISHED IN THE ORGANIZATION

During my two-month internship from 31st March 2023 to 28th May 2023 with GroupM
ESP, I got an opportunity to contribute to the team by:
 Maintaining records of the mentions of the central sponsors with the over and
ball number and submitting the reports to the team leads.
 Keeping the sheets updated.
 Keeping a track of the mentions and inform whenever any mention is missed
out (on screen animations or commentator.

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 RECOMMENDATIONS AND CONCLUSION

The overall experience of interning at GroupM ESP was a good one. There are a few
points they can look into:
 Having clear communication with the interns about their targets of the
deliverables.
 Help interns explore other dimensions of their job profiles as I was restricted
only till the recording of the sponsor mentions.
 Making the internship a learning experience in regards with the industry facts
and reality checks along with the work.
 Providing with the necessary documents relevant to the internship (Internship
Offer letter, Internship completion letter) well in time.

In conclusion, the time spent on during the preparation of this project has helped me
widen the scope of knowledge about the ad tech and marketing tech industry.
As I was interning during the Indian Premier League 2023, it has contributed to my
understanding about the relevance of ads, sponsorships, revenue generation for the
companies through a sports league or a sporting event.

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 REFERENCES/BIBLIOGRAPHY

 Official Website:
https://www.groupm.com/
https://www.comscore.com/
https://www.omnicomgroup.com/

 LinkedIn:
GroupM and its executive
https://www.linkedin.com/in/subhamoydas/
https://www.linkedin.com/company/omnicom-media-group_2/
https://www.linkedin.com/company/comscore/

 Social Media:
#groupm
https://www.instagram.com/comscore/
https://www.instagram.com/omnicommediagroup/

 Google

 Wikipedia
https://en.wikipedia.org/wiki/WPP_plc
https://en.m.wikipedia.org/wiki/Comscore

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